Tablet penetration has grown to include more than half of all online adults, and 45% of owners already own multiple tablets. Competition for first-time buyers and those seeking an upgrade is heating up, via movement both towards the high-end of the market and the low-end: Apple has extended upwards in size with the November 2015 launch of the iPad Pro, while Amazon is aiming to expand its volume of gift sales via offering a tablet for just $50. Both launches come ahead of the winter holiday season, with gifting a central driver for sales: one in eight online adults have given a tablet as a gift.

This report provides guidance for marketers heading through 2016. Subjects explored in both qualitative and quantitative work include current ownership, interest in owning multiple tablets, intent to purchase as gifts, intent to purchase for self, how tablets are used for entertainment and productivity, as well as how consumer tastes in tablets are shifting.

For the purposes of this report, tablets consist of touchscreen color portable computers that lack a native calling feature through a cellular provider. The report is inclusive of standalone tablets and “two-in-one” products that can be used as a laptop or a tablet, though sales data is inclusive of standalone tablets only. This report builds on the analysis presented in Mintel’s Tablets – US, November 2014, Tablets – US, July 2013 and Tablets – US, April 2012.